Brazil contains costs and focuses on buying decision

The annual study, conducted with 306 Consumer View Panel of Nielsen households in the country, shows that the Brazilian looked for alternatives to bypass Brazil''s economic turbulence.
According to the survey, 52% of Brazilian homes were impacted by the economic situation. Are households that were unable to pay their debts or any member of the family was unemployed. They are concentrated in the class C, with more than three people, compromising younger women (under 30 years) without full secondary education. Same feeling difficulties in your daily life, these homes have bought, on average, more items than before, while spending less.
It is worth noting that, even in this context, before to reduce consumption of food, beverages, hygiene items/beauty and cleanliness of the home, 58% adopts other measures such as reducing spending on leisure outside the home, and 18% declares not to have made any kind of budget change. More than a third of the families also claims he''s going to be in debt again, after the discharge of your debts.
Not impacted them represent 48% of the households, with 77% of these are saving somehow in the face of uncertainty. They save, mostly to pay bills on time (40%), maintaining the standard of living that has achieved (22%), ensure the proper studies or of family members (17%) and sustain homeownership who conquered (11%). They are concentrated in class AB, with less than three people, and with the presence of more mature housewives (above 50 years).
Multiple channels and promotion as well as seek to supply, self-catering homes are mixing more different formats to do their shopping, attending an average of seven channels. The smaller formats such as grocery, bakery, door to door and vicinity, are featured among the affected families. The search for promotions is another outlet for these households. The supply and spare, through cheaper products and/or promotional, have up to 13% more importance in impacted compared to non-impacted.
To search for items and economic packaging occurs, in particular, in baskets of non-alcoholic beverages and cleaning, which are the most disadvantaged households impacted. The study points out that, in non-alcoholic beverages, 75% of categories suffer trade-down (return by discount brands) between the impacted (vs. 50% not impacted) and 54% of the volume moved was in Exchange for cheaper products (vs. 50% not impacted). In cleaning, 98% of the loss of importance of the basket in homes come from impacted. On the other hand, alcoholic beverages are highlighted due to reduction in out of home, that pulled the consumption in the House. This growth is driven by beer both in frequency and in intensity.
"Even under adverse conditions, the Brazilians are increasingly demanding when the topic is. For the future, the industry and retailers need to join forces in order to be relevant, offer a good portfolio, practicality and hiperconveniência, "Raquel Fernandez, an expert in consumer understanding of Nielsen Brazil.